John Lux has been hired to serve as executive director of entertainment and production association Film Florida Inc. With increased membership and the greater role the organization now plays in marketing the State of Florida for production and digital media companies and projects, Film Florida added the full-time position. Lux had previously been on Film Florida’s executive board as treasurer as well as being chair of the marketing committee. The announcement comes days after Film Florida announced Kelly Paige as the new incoming president for 2016-2017.

“Based on the growth the organization has seen over the past few years, this is an obvious next step to continue the positive momentum forward. We’re are thrilled and fortunate to recruit John in this role,” said Paige. “Our organization is made up of volunteers from around the state, but to now have a full-time executive focused on Film Florida’s future and the entire industry is a huge advantage. I look forward to working with John in strengthening our role in marketing, membership and legislative matters as it relates to the production and digital media industry in Florida.”
 
Film Florida is dedicated to developing new marketing and legislative strategies with an emphasis on increasing membership and adding new programming initiatives to maximize the exposure and diversity of the Film Florida brand.
 
Lux related, “The production and digital media industry has been an economic driver in Florida for decades through high-paying jobs, economic development and enhanced tourism and I look forward to spreading that message and strengthening our industry. Our industry, with 16,000 companies in Florida and 100,000 Florida residents working in the industry, is stronger as one voice than many individual voices so focusing on membership and keeping everyone together will be key.”
 
As treasurer the last two years, Lux has helped grow the organization’s financial position. As marketing chair, he executed the Film Florida rebrand in December 2014, creating an entirely new image, website, sizzle reel and visible internal and external presence. He has worked with the legislative & marketing committees to create and deploy two major legislative toolkits, developing all aspects from statistics to style, presenting the document in a professional manner aligned with high-quality industry standards. Lux also took over the social media strategy and execution for Film Florida in 2014, which has resulted in increased participation on Facebook, Twitter and Instagram by the thousands. He has also been integral to the legislative efforts, meeting with over 40 legislators and aides since joining the executive board.